Email,SMS,Copywriting,etc
first months of partnership
Scaling Retention for a Fast-Growing Wellness Brand
Feel Goods is a fast-growing CPG brand specializing in hydration, immunity, and digestion solutions. Their mission is to make healthy living more convenient and accessible. When Dispatch began working with Feel Goods, the brand struggled with low conversion rates on email signups, inadequate educational content, and minimal lifecycle flows. These factors severely limited the brand’s ability to acquire, engage, and convert new customers.
The Numbers Tell the Story
From September 2022 through December 2023, Glamsquad achieved the following performance improvements:
Where We Started
Our audit revealed several challenges. With desktop and mobile popup opt-in rates around 70% lower than benchmarks, nearly half of subscribers were being captured only at checkout. Campaign performance was underwhelming, with CTRs and conversion rates particularly low for prospects. Lengthy emails failed to effectively communicate “why choose Feel Goods,” which meant that core SKUs weren’t being positioned as essential wellness solutions.
List health also posed issues: 30% of active profiles hadn’t received any emails in 90 days, inflating costs and dragging down engagement. Elevated bounce, spam, and unsubscribe rates signaled poor segmentation practices and misaligned messaging. Lifecycle coverage was also insufficient. The Welcome Series offered only a single discount, while Abandoned Checkout and Browse Abandon flows relied on one-size-fits-all offers and suffered from major skip issues.
The key objectives identified were to increase list growth and engagement by improving signup conversions and reactivating dormant subscribers, implement more engaging educational campaigns that connected hydration, immunity, and gut health to Feel Goods’ products, develop comprehensive lifecycle flows, and improve deliverability by optimizing segmentation and reducing bounces, spam complaints, and unsubscribes.
“Dispatch has been an incredible Email partner, driving more in depth and higher revenue generating flows and campaigns, while being essential to executing our long term vision to scale our brand."
Dustin, CEO at Feel Goods
List Growth and Signup Form Optimization
Dispatch implemented robust A/B testing across copy, offers, and form design, with separate strategies for desktop and mobile to account for behavioral differences. Zero-party data collection was introduced to capture subscriber pain points and motivations, allowing for more personalized messaging across flows and campaigns. These steps directly increased signup conversion rates and improved early engagement.
Educational, Value-Driven Campaigns
Campaign strategy was overhauled to emphasize education and value. Content consistently highlighted hydration, immunity, and gut health as essential daily practices, positioning Feel Goods’ SKUs as the trusted solutions. Emails were simplified and designed to more clearly communicate product benefits, while segmentation improvements ensured that prospects and customers received messaging relevant to their needs.
Comprehensive Lifecycle Flows and List Health
All core pre-purchase and post-purchase flows were rebuilt to expand touchpoints, personalize content, and address objections without over-relying on discounts. The Welcome Series was expanded beyond a single offer to educate customers about the benefits of Feel Goods’ products, while Abandoned Checkout and Browse Abandon flows were redesigned with segmentation logic to address different customer types. Monthly re-engagement campaigns were introduced to reactivate dormant subscribers, while advanced segmentation reduced bounce, spam, and unsubscribe rates. Together, these improvements elevated list health, boosted deliverability, and drove sustainable revenue growth.
